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Total spending on US paid media will reach $171.01 billion in 2013. eMarketer expects total media ad expenditure to rise 3.6% this year and maintain annual growth between 3.1% and 4.1% through 2017. Though TV will continue to lead the US ad market in dollars spent, nearly all traditional ad formats will see flat growth or declines in outlays throughout the forecast period.
Spending on digital advertising, which includes all formats served to desktop, laptop and mobile devices, will total $42.26 billion this year, or nearly one-quarter of all ad dollars. This is up 14.9% since 2012, with double-digit gains expected through 2015. The growth of digital ad investments will be largely attributed to dramatic increases in expenditure on mobile.
eMarketer has increased our projections for total media and digital ad spending slightly since our June 2013 forecast due to higher-than-expected outlays on mobile formats. Mobile ad investments are set to rise 95.0% this year—almost 20 percentage points higher than what we previously estimated. By 2017, digital will grab nearly one in three dollars spent on advertising in the US, while mobile will capture 15.8% of the market.
US advertisers will spend $171.01 billion on paid media this year, up 3.6%, or nearly $6 billion, from total investments in 2012. Growth of total media ad expenditure is slightly down from last year’s uptick of 4.3%, which was boosted by the national election cycle and Summer Olympics. eMarketer expects the FIFA World Cup, Winter Olympics and midterm elections to lead to another bump in growth in 2014.
In June 2013, eMarketer forecast that investments in paid media by US advertisers would rise 3.4% in 2013 to total $170.69 billion. The upward adjustment in projected spending is largely attributed to higher-than-expected outlays in mobile ad formats this year.
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